October 10, 2018
The State (and Future) of Digital Marketplaces
“AI”, “machine learning”, “big data”, “1:1 personalization”, “omni-channel marketing”, “right message at the right time to the right device”—rolling your eyes already as you read these terms? You are not alone. Everyday it appears we are at the peak of the buzzword phase, only to see things getting more and more foggy for cloud computing (pun intended).
In all seriousness, the overuse of buzzwords creates 3 issues:
It is with this background, we at Kahuna decided we need to do something about it. Lead by example and make it very clear through our messaging—what is it that we actually do?
Kahuna makes your consumer messaging intelligent. We help you answer your hardest marketing questions—questions related to engaging and messaging your consumers, such as: Who should you target? Where in their customer journey should you message them? Will messaging help or hurt? Which channel or device should I send the message on? Do I know if the person I sent an email to will receive a duplicate message if I send them an SMS? And so on. In doing so, we reduce guesswork and help you make better decisions, enabling you to get back to what you do best—marketing.
Kahuna is able to answer these tough questions because:
We get it; even now, this may sound similar to what you may have heard before. To help you understand why we are excited about our product, we have put together the following questions to help you reflect and assess your current or future consumer messaging platform. Ask yourself or your prospective vendor if they can do the following for you (we can):
Cross-channel: The term “cross-channel” gets thrown out a lot and most often. It refers to how messages can be delivered via email, push notifications, SMS, social, etc. But what is also important is to act on cross-channel signals. For instance, can the product send either an email, an SMS, or a push notification in real time as it gathers signals from your website? Say a visitor browses for shoes on your website but does not buy. The product needs to “listen” to the signals on the website and decide at an individual level which channel they get messaged on.
Customer experience: The term “customer experience” gets thrown out a lot and while the intent is noble (making sure the consumer gets a consistent experience when it comes to interactions with your brand), does the product indeed help you get there? For instance, does your product know that if you sent a consumer an email yesterday with a “buy one, get one free” offer, you shouldn’t send them a push notification today for a full-priced offer for the same product?
Cart abandonment: The term “cart abandonment” gets thrown out a lot. Here, emails are sent to people who have not completed the checkout process after adding items to their digital shopping cart. Does the product know, however, when to send the email and who to send it to? The timing can be tricky. Sending a message too soon risks annoying users who would complete purchases organically, yet sending the message too late misses the window of opportunity. Does the product figure out how long to wait before messaging, to maximize conversions?
There are many more examples such as these. Kahuna’s intent is to do our part to reduce the noise in the market by providing clarity about what we do. To that end, we are pleased to announce a revamp of our website which reflects this clarity and focus. It has many more examples of the types of manners in which we make consumer messaging intelligent. Check it out by clicking the button below—and let us know what you think!